Lanzamiento de nuevas marcas en industrias de productos homogéneos básicos con altos niveles de concentración.

This work applies the models of Cournot and Stackelberg to a homogenous product industry with high level of concentration. The object is to use these models as decision criterion over the alternative to introduce a new brand by incumbent not leader. It is wanted to establish if to send a new brand it would be a good strategy for a fi rm in the search to increase its market share. It is assumed that in a market of basic and homogenous goods, the demand is not modi- fi ed before the entrance of a new brand and that the market space that absorbs the new brand comes from the participation that reduces of the existing brands. The results indicate that the amount that produces each competitor again converges with the Cournot equilibrium, thus, does not exists additional benefi t product of the launching of the new brand, if rationality assumes. Theoretically the fi rms with better position in the market will be seen less inclined send new brands and will prefer to maintain or to improve their positioning, the companies with less participation in the market will be most inclined to make new launchings. The conclusion is the introduction of brands in homogenous markets of basic goods little differentiated is not an interesting strategy to increase the market share when the brands of those who send products are not well positioned. The mill industry of white rice on Colombia was used for illustration of conclusions